PRAXIS BUSINESS SCHOOL

Project No.: 2 (Part 1)

BRAND TRACKER

A report

submitted to

Prof. S. Govindrajan

In partial fulfillment of the requirements of the course

Product and Brand Management

On 20th July 2008

By
Akrit Mehta
Donald White
Farhana Chowdhury
Niyati Gauba

Executive summary
Sunsilk is one of the world's most popular hair care brands and is currently marketed in more than 50
countries. It was launched in India in 1964 .Over the decades it has been revamped, constantly keeping it
contemporary with the changing times and consumer preferences.

Objective:

To enable brand image measurement of Sunsilk.

Methodology:

The two models developed are:

1 Model used Brand asset valuator model

Instrument of data collection Questionnaire

Sample size 25 respondents

2 Model used Reynolds and Gutman’s “Laddering Method”

Instrument of data collection Laddering/ depth interview

Sample size 8 respondents

Findings:

1. From Brand asset valuator model

The survey revealed that shampoo is a product in which consumers care about their choice between different
brands. For the BAV analysis, Sunsilk’s competitor brands are Clinic Plus, Garnier, Pantene and Fiama Di
Wills.

On the four primary dimensions of the BAV model, the results for Sunsilk are:

Knowledge: Sunsilk comes second in knowledge with an 80 percentile. Clinic plus enjoyed the top position
because of its mass appeal and the association of Clinic (Clinic All Clear with anti dandruff.).Sunsilk is high
on knowledge because of various reasons. It is an old brand; it is a product of Unilever. Sunsilk has always
taken many initiatives to reach customers like the Sunsilk Gang of Girls, promotional campaigns like ‘life
can’t wait’. Customers were offered free hair care and styling consultations by Sunsilk hair experts Jawed
Habib and Samantha Kochhar. Thus, Sunsilk is high on knowledge. Presently, Sunsilk is trying to move up
the value chain by being a mid premium brand and not a mass market brand. But our survey reveals that
respondents still view Sunsilk as a mass market brand.

Esteem: Sunsilk is not very high on esteem, enjoys third position with a 60 percentile. The reason probably
could be it is seen more as a mass product and lesser as a premium product. Shampoos like Garnier are seen
more as a premium product.
Differentiation: Sunsilk is second on differentiation with an 80 percentile. There are a variety of reasons
due to which Sunsilk enjoys differentiation. It does different things like the gang of girls, offers expertise of
hair care experts like experts Jawed Habib and Samantha Kochhar.

Relevance: Sunsilk brand is highest on relevance. This could be on account of various reasons. Sunsilk is a
popular brand, a Unilever product, used since many decades. It is a quality product at affordable price.
Moreover, it has wide variety of variants to cater to different consumer preferences. The product is relevant
among wide masses because of its quality, affordability and constant innovation

Conclusion from the BAV model:

Sunsilk is more towards a leadership brand. When we see Sunsilk’s Brand Stature, it is second highest in
knowledge, but not high on esteem. When we see Sunsilk’s Brand Strength, it is second highest in
differentiation and highest in relevance. Thus the brand has high growth potential.

2. From laddering method

Laddering provides a way to probe into the consumer’s deep underlying psychological and emotional
reasons that affect their purchasing decisions. There were 7 attributes, 8 consequences and 5 values that
were identified from the depth interviews. Some important findings were:

a) Most respondents stated that out of the listed attributes, the label or brand of the shampoo was important.
This was because they associated a premium brand with superior quality and indicated it as being crucial as
a status symbol.

b) The monetary value of a shampoo was also considered important as this was again associated with
quality.

c) A light colored liquid shampoo was preferred as lighter shade liquids are considered chemical free and
“pure” by the respondents. This was further associated with being beneficial for hair and connected to self-
esteem by the respondents.

d) An attractive bottle was associated with quality by the respondents.

e) Out of the values identified, self –esteem was considered the most important by the respondents.

Conclusion from laddering- Thus, laddering has helped to understand in-depth underlying motivators
 Table of Contents

Executive summary
History of the brand & evolution over time
Instruments of data collection
Presentation of findings
History and evolution of Sunsilk over time

Sunsilk is one of the world's most popular hair care brands and is currently marketed in more than 50
countries in Asia, Latin America, the Middle East and North Africa. Sunsilk was launched in India in
1964 with huge fanfare emulating the launch of the brand in Europe a decade earlier.
Over the decades it has been revamped constantly keeping it contemporary with the changing times and
consumer preferences. As early as 1960, the brand introduced a tonic shampoo especially for dandruff.
This made it the first such product for dandruff cure in India. The 2-in-1 shampoo with an in-built
conditioner and the Black shine shampoo for long hair were among the key products sold in the1980s.
Specialised variants like Sunsilk Purple with ceramides for damaged hair were introduced in the early
1990s. A sub-brand, Sunsilk Salon treatment for expert hair care was also introduced about the same
time.

Research conducted in the early 1990s indicated that most women across the country still hesitated to
shampoo their hair frequently for fear that this might damage their hair. To correct this popular
misconception became the new mission. The user was assured that hair becomes stronger and more beautiful
with every wash. A range of shampoos to meet specific hair needs and problems were introduced. These
included Sunsilk Black Shampoo (with melanin from plant extracts), Sunsilk Pink Shampoo (with essential
oils from flower extracts) and Sunsilk Fruitamins (vitamins from fruit extracts).

The launch of Sunsilk Naturals in October 2003 follows extensive R&D to make the variants highly
customised. The brand now uses popular and trusted natural ingredients to deliver relevant and tangible
consumer benefits. Customisation has been the core of the product strategy for Sunsilk. Sunsilk was the first
brand in India to introduce a Curl Control shampoo to impart manageability to curly, wavy, flyaway hair
problems.

The brand has constantly evolved, innovated and changed with the times. Sunsilk as a brand has
metamorphosed from being a plain hair beauty brand into a customised hair care brand. The concept of
brand ambassadors originated with the panel of Sunsilk Hair Experts. Many leading hair experts have
endorsed the brand: Naina Balsaver in the 1980s, Coleen Khan in the 1990s and the latest team of
experts, Samantha Kochhar and Jawed Habib. What separates the Sunsilk panel from any other is the fact
that the panel of experts do not merely endorse the brand, they also share the Sunsilk experience with
consumers and interact with them and help seek solutions to their problems.
Sunsilk communication has been true to its values. The brand demonstrates a perceptive and sympathetic
understanding of women, how she feels when she is faced with hair problems and how elated she feels at the
end of the conflict. The communication idea has always been to capture the 'emotional drama' in a girl's life
that results out of a particular hair problem

Sunsilk sponsored Femina Miss India 2003. On July 17, 2006, Sunsilk launched Gang of Girls (GoG), an
online social networking website. GoG was open only to girls and had various features including blogs,
expert advice on hair care and fashion. Sunsilk attempts to represent the woman of today, one who is erudite,
spirited and in with the times.

While Sunsilk is rooted in nature, it is a young and modern brand which connects with the woman of
today and her aspirations and dreams.
 Instruments of data collection

1. BRAND ASSET VALUATOR MODEL

To diagnose a brand's health, four primary dimensions and their relationships are examined.

These dimensions are:

a) Differentiation- measures the degree to which a brand is seen as different from others. The brand's
perceived distinctiveness is the heart of the brand, its core force. It sets the brand apart from competitors,
allows the brand to command premium prices, and serves as the leading indicator of both brand vitality and
brand decline.

b) Relevance- measures the brand’s appeal. It is heavily correlated with household penetration; reflecting
product, pricing, promotion, packaging, and placement.

c) Esteem- measures how well the brand is regarded and respected. It reflects its popularity and perceptions
of its quality.

d) Knowledge- measures how familiar and intimate consumers are with the brands. It is the result of
successful relevant differentiation and the achievement of high esteem.

Brand differentiation and relevance combine to determine “brand strength”. These two pillars point to the
brand’s future value, rather than just reflecting its past. Esteem and knowledge together create “brand
stature”, which is a barometer of its past performance.

Model used Brand asset valuator model

Instrument of data collection Questionnaire

Sample size 25 respondents

In the questionnaire, Sunsilk’s competitors are - Clinic plus, Pantene, Garnier, and Fiama di wills.
 QUESTIONNAIRE

1. How much do you care about your choice between different brands of shampoos?

a) Care

b) Somewhat care

c) Don’t care

2. Name five brands that come to your mind when you think of shampoos that give - “Soft, thick,
strong and shiny hair”.

a) ____________________ d) ____________________

b) ____________________ e) ____________________

c) ____________________

3. Identify the shampoo brands from the taglines mentioned below:

Sl. No. Taglines Brands

1 Nature and Science

2 Hair looks thicker as it grows longer

3 Grow longer, stronger hair

4 Hair that flows with health

5 For Hair that shines with all it strength

4. Rank the following samples in order of preference of the product design (where 1 being most
preferred and 5 is least preferred). Refer to sample graphics below.

Sample Rank

5. Identify the brands from the respective product design. Refer to sample graphics above.

Sample Brand

E
6. Identify the shampoo brands from their advertisements:

Sl. No. Advertisements Brands

A Video clip 1

B Video clip 2

C Video clip 3

D Video clip 4

E Video clip 5

7. From the samples displayed, indicate the shampoo brands that come to your mind on inhaling the
fragrances.

Samples Brands

8. Which brands would you like to be most associated with (in order of preference) and why? Ranking
scale: 1-5 (1 being the most preferred and 5 the least)

Brands Rank

Sunsilk

Clinic Plus

Garnier

Pantene

Fiama Di Wills
9. For each of the following shampoo brand, please tell me , if you feel there is another brand, quite
similar in offerings

Brands Yes/ No

Sunsilk

Clinic Plus

Garnier

Pantene

Fiama Di Wills

10. What prominent feature (for each brand) comes to your mind when you think of the following
brands?

Sl. No. Brands Prominent feature/ USP

1 Pantene

2 Clinic Plus

3 Garnier

4 Sunsilk

5 Fiama Di Wills

11. For each of the following characteristics, please tick the brand that it applies to. (Multiple responses
can be given)
Clinic Plus
Fiama
Sunsilk

Pantene

Garnier

Characteristics

Easy rinsing

After use effect

Pleasant fragrance

No damage to hair

Minimal skin/eye irritation

 12. For which of the following reasons would you purchase any of the following shampoos. (Multiple
responses per category can be given)

Fiama
Sunsilk

Clinic Plus
Garnier
Pantene
Characteristics

The brand has high quality ( for example ,it is a

complete hair nourisher)

The brand is appropriate for my hair and satisfies my

needs more than the others

The brand is innovative

The brand has many variants

The brand is enriched with active natural ingredients

13. Which shampoo brand delivers their brand promise the most? ( Multiple responses can be given )

Sunsilk - Hair looks thicker as it grows longer

Pantene - Grow longer, Stronger hair

Clinic Plus - Hair that flows with health

Fiama Di Wills - Gentle & Effective

Garnier - For Hair that shines with all it Strength

14. Which of the following is a brand that you trust most?

a) Sunsilk

b) Pantene

c) Garnier

d) Clinic Plus

e) Fiama di wills
15. How would you rate the price of these brands compared to other brands?

Sunsilk

Fiama

Clinic Plus
Garnier
Pantene
Characteristics

Unaffordable

Expensive but affordable

Value for money

Inexpensive

16. The following shampoos, in your opinion, belong to which segment of the market?

Type Mass market Mid premium Premium

Sunsilk

Clinic Plus

Garnier

Pantene

Fiama di wills

17. Following are statements about shampoo’s initiatives as a hair care brand. Please tick the brand that
it applies to (multiple brands may be chosen).
Sunsilk

Fiama

Clinic Plus
Pantene

Garnier

Characteristics

Employs hair care experts, to whom one could turn

with any hair care problem

Conducts hair tests on specific parameters like

thickness, dryness, split ends and dandruff

Provide tailor made solutions for your hair

 18. Please indicate whether you agree or disagree with each of the following statements on the “Life
can’t wait ‘campaign of Sunsilk

Statements Agree / Disagree

It is about new packaging and promotion

The target is young, intelligent and successful women

It is an attempt to move up the value chain

It is just another promotional campaign

19. Please indicate your degree of agreement / disagreement with the statement made about Sunsilk, gang
of girls - the online social networking website. (Please rate 1 if you strongly agree, 2 if you somewhat
agree and 3 if you disagree.)

Statements Rank- 1/2/3

It is unique, first initiative of its kind and different

It gave a digital cool to the brand

It is informative ( as it has features like blogs, expert advice on hair

care, facility where members could upload their photographs and get an
online makeover)
It is a source of fun and enjoyment because of the online group
activities
It did something new ( like conducted an event in Mumbai to break the
myth that women cannot drive or read maps )
It increased emotional bonding with the brand

It increased your interest in the brand

It is helpful because of additional features like job sites

It made you want to buy the brand

It did not generate interest in the brand

 Reynolds and Gutman’s “LADDERING METHOD”
The laddering method was used to gauge the perception of respondents with respect to various shampoo
brands in the market.

In laddering, the line of questioning proceeds from product characteristics to user characteristics. This
technique allows the researcher to tap into the consumer’s network of meanings. Laddering provides a way
to probe into the consumer’s deep underlying psychological and emotional reasons that affect their
purchasing decisions.

Hence, to understand the in-depth underlying motivators a laddering technique should be used.

Brand image measurement

Model used Reynolds and Gutman’s “Laddering Method”

Instrument of data collection Laddering/ depth interview

Sample size 8 respondents

 Presentation of findings and conclusions

1. Presentation of findings and conclusion for Brand Asset Valuator model

The analysis is to study the differentiation, relevance, esteem and knowledge of Sunsilk. The competitor
brands for our study are Clinic Plus, Garnier, Pantene and Fiama di wills.

Brand Parity

Prior to the analysis of differentiation, relevance, esteem and knowledge of Sunsilk, it was important to
understand whether consumers care about their choice between different brands of shampoos. The 25
respondents have given the following responses -

Thus, it can be seen that respondents do see difference between the brands.

Brand Knowledge

For measuring knowledge of Sunsilk, the following questions were asked. Sunsilk was studied, along with
the competitor brands, primarily, Clinic Plus, Garnier, Pantene and Fiama di wills

Name five brands that come to your mind when you think of shampoos that give - “Soft, thick, strong and
shiny hair”. This question was asked to get the top of the mind recall. The approach was that if Sunsilk was
the first brand to be named, it would get five points, if it was second to be named, it would get four points
and accordingly.

The next question was on taglines. Respondents were asked to identify the shampoo brand from the taglines
mentioned. If the respondent can identify a particular tagline, then it means that the consumer is aware of the
brand. In this, the shampoo being identified the maximum number of times would get the highest marks and
the remaining would follow accordingly.

Another question was asked on identifying the brands from the respective product design. The five bottles
were shown with the names removed. If consumers have knowledge about a particular product, only then
would they be able to identify the product design. The shampoo being identified the maximum number of
times would get the highest marks and so on the others would follow.

The next question was on advertisements. Five ad clips were shown, with the name of the brand removed
from the clip. Respondents were asked to identify the shampoo brands from their advertisements.
Recognition of an advertisement implies that the consumer is aware of the brand. The brand for which the
advertisement was recognised correctly the maximum number of times would get the highest marks and the
others would follow.
The last was a fragrance test. The respondents were made to smell the five brands, and then indicate the
brand. The shampoo which was identified correctly post inhaling the fragrance the maximum number of
times would get the highest marks.

The results of knowledge for the five brands are as follows- The table indicates points.

Brand Knowledge
Clinic Garnie
Questions Plus Pantene Fiama r Sunsilk
TOM 61 69 10 48 63
Tagline 5 5 5 7 4
Design 24 22 20 22 20
Ad 16 13 8 17 23
Fragrance 25 14 10 18 18
Sub Total 131 123 53 112 128
Percentile 100 60 20 40 80

Clinic Plus is highest on knowledge. This could be because it is a mass market product. Moreover, the brand
clinic is high on top of the mind recall because the brand started as an anti dandruff. Clinic plus is not
specially for dandruff, but since the brand clinic has been popular because of its anti dandruff, people are
familiar with clinic plus.

Sunsilk comes second in knowledge. It is 80 percentile. The survey indicated that people are familiar with
Sunsilk. It was launched in 1954 in the United Kingdom. It was launched in India in 1964. It is an old brand
and a much known brand.

Sunsilk has always taken many initiatives to reach customers and constantly make them aware of their
presence. India is being influenced by western beauty trends and India’s large youth population is likely to
be more receptive to international brands and hair care norms. This group is also more drawn to urban life
and as a result is generally wealthier and more able to spend on imported brands. The best way to reach this
technologically-savvy demographic is via new media, including internet sites and mobile phones. In March
2006, Sunsilk initiated an on-line campaign for including the launch of India’s first online community for
girls only. Therefore, Sunsilk, with the launch of its online community, kept its pace with the changing times
and reached large masses. 'Sunsilk Gang of Girls.com’ triggers all young girls worldwide to join the 'Sunsilk
Global Gang', giving them platform to ask experts questions regarding their personal hair problems
In our survey, one complete question was dedicated to the Sunsilk gang of girls to perceive how people view
the gang of girls

Sunsilk has launched very innovative promotional campaigns like ‘Life can’t wait’. It has featured iconic
women. The campaign was targeted at young and successful women. The real story behind the ‘Life can’t
wait’ campaign is the expanded range of hair care products, the exclamation and a 10% price hike - in short,
a relaunch. While earlier Sunsilk was mass market, the new Sunsilk was going to be mid-premium. ‘Life
Can’t Wait’ campaign was not just about fresh advertising – it was about new packaging and positioning. A
re-launch will help it fight new premium brands.

In our survey, we asked a question on life cant campaign to understand that are customers aware and
familiar with what Sunsilk is trying to say with its new promotional campaign of ‘Life can’t wait’. The
question was-
Life can’t wait campaign Agree / Disagree

It is about new packaging and promotion

The target is young, intelligent and successful women

It is an attempt to move up the value chain

It is just another promotional campaign

The results are- The figures indicate number of respondents. Multiple responses were allowed.

Thus, it can be seen that there is awareness about the life can’t wait campaign. People are even aware of the
message being communicated through the campaign
Another aspect we wanted to know through our survey was that are consumers aware that Sunsilk is now a
mid premium brand. Earlier Sunsilk was mass market, but now Sunsilk positions itself as a mid premium
brand. The results of the survey are- The 25 respondents have given the following responses.

Thus, our findings say that people are very familiar with Sunsilk. However, knowledge is not very high
about Sunsilk’s new positioning. People still perceive Sunsilk as a mass market brand rather than mid
premium.

Esteem

For measuring esteem of Sunsilk, the following questions were asked.

Respondents were asked which brands they would like to be most associated with. If respondents have
esteem for a brand, only then would they want to be associated with it. The approach was that the brand
which the respondent wanted to be most associated would get five points and the others would follow.

Another question was asked on brand promise. If a brand delivers its promise, then esteem for the brand
increases. In this, the shampoo, which maximum respondents felt delivered its brand promise would get the
highest marks and the remaining would follow accordingly.
The last question was on trust. A respondent would buy a product on trust if he has regard for the brand.
Respondents were asked to name, which among the five brands, they trust the most. The brand, which
maximum respondents trust the most, would get highest marks.

The results of the survey are- The table indicates points.

Brand Esteem
Garnie
Questions Clinic Plus Pantene Fiama r Sunsilk
Associate 57 83 50 95 75
Promise 3 4 4 6 3
Trust 1 1 1 3 3
Sub Total 61 88 55 104 81
Percentile 20 80 40 100 60

Survey shows that Garnier is highest on esteem. Sunsilk is not very high on esteem. The reason for this
could be that Sunsilk is perceived as a mass market brand. People view Sunsilk as a popular hair care brand
and a brand which is relatively reasonable. But the shampoo market has witnessed entry of many new
premium brands. Sunsilk is a popular, widely used product, but not a product which would be completely
trusted. It is seen more as a mass product and lesser as a premium product. Shampoos like garnier are seen
more as a premium product.
Brand Stature

Esteem and knowledge together create brand stature, which is a report card on past performance.

Thus, it can be seen that Sunsilk is high on knowledge, but not very high on esteem.

Differentiation

For measuring differentiation of Sunsilk, the following questions were asked.

Respondents were asked to identify the shampoo brands from the taglines mentioned. This has been taken as
differentiation, because, if a consumer can identify the tagline of a particular shampoo, then it means that
this particular brand is differentiated in the consumer’s mind. In this, the shampoo being identified the
maximum number of times would get the highest marks and the remaining would follow accordingly.

The next question was on fragrance. Fragrance is an important characteristic of a shampoo. If the respondent
can identify the fragrance of a particular brand, then, the brand is differentiated in the mind of the consumer.

Another question was where the respondent, had to identify, if for a particular shampoo brand, there is
another brand quite similar in offerings. The brand, for which maximum number of respondents felt there
are not many similar offerings, would get maximum points.

In the last question on differentiation, we laid down the various characteristics of shampoos. The
characteristics listed were – easy rinsing, after use effect, pleasant fragrance, no damage to hair and minimal
skin/eye irritation. These are characteristics of shampoos which are very important for consumers. It is these
characteristics which set one shampoo different from another .The brand, which had the highest number of
these characteristics would score the maximum marks.
The results of the survey are- The figure indicates points.

Brand Differentiation
Questions Clinic Plus Pantene Fiama Garnier Sunsilk
Tagline 5 5 5 7 4
Fragrance 25 14 10 18 18
Unique 8 11 11 14 6
Characteristics 40 50 44 63 70
( rinsing, etc)
Sub Total 78 80 70 102 98
Percentile 40 60 20 100 80

Garnier is highest on differentiation Sunsilk is second on differentiation, with an 80 percentile. There are
many reasons for Sunsilk to enjoy differentiation.

Sunsilk Gang of Girls (GoG) is an online social networking website. The GoG initiative had generated
immense interest among the target audience, media and analysts. In November 2006, it was reported that
the site had generated 200 million hits and got on an average 12 million to 13 million page views per month.
By March 2007, the number of registered members had crossed the half million mark, with about 30,000
gangs.
In our survey, we asked few questions on the gang of girls. The results are as follows- The figures indicate
the number of respondents. Multiple responses were allowed.

From the above graph, it can be seen that 18 respondents felt that Sunsilk gang of girls is unique, 17 felt that
it gave a digital cool to the brand, 14 found it to be informative and 8 found Sunsilk gang of girls as a source
of fun.

Thus, respondents have shown positive response towards Sunsilk gang of girls. Thus the gang of girls would
have helped Sunsilk to differentiate from other brands.

Another area where Sunsilk has managed to differentiate has been as a hair care expert. Sunsilk has brought
the concept of the Sunsilk Hair Expert, a professional trained in the art of hair care and styling, to which one
could turn to with any hair care problem or issue. Customers are offered free hair care and styling consultations
by Sunsilk hair experts Jawed Habib and Samantha Kochhar. The respondents were asked questions on Sunsilk’s
initiatives as a hair care brand. The responses have been as follows. The figures indicate the number of
respondents and multiple responses were allowed.

The above graph indicates that 13 respondents feel that Sunsilk employs many hair care experts, 10 feel that
Sunsilk regularly conducts hair tests and 14 feel that Sunsilk provides tailor made solutions.
Thus, Sunsilk has high differentiation. Its various initiatives have helped it to be seen different from
competitors.

The survey even tried to understand how the respondents perceive the price of different brands. Price is an
important differentiator; therefore, it is important to see how consumers perceive the various prices.

Garnie Clinic
Characteristics Sunsilk Pantene r Fiama Plus
Unaffordable -- 2 5 5 --
Expensive but
affordable 1 8 14 10 --
Value for money 18 5 3 3 12
Inexpensive 4 -- -- 1 14

The majority of respondents feel Sunsilk is a value for money.

Relevance

For measuring relevance of Sunsilk, the following questions were asked:

The respondents were shown five bottles of shampoos with the names removed. The respondents were asked
to rank the samples in order of preference of the product design. Design of a bottle is important for the
consumer. The product design, being ranked one would get the maximum points.

The next question was where the respondents had to name brands they would like to be associated with. If a
consumer would want to be associated with a brand, then the brand would be relevant for the consumer.

In the last question on relevance, the respondents were asked a series of questions on why would they
purchase a shampoo. The following were asked-
Fiama
Sunsilk

Clinic Plus
Garnier
Pantene

Characteristics

The brand has high quality (for e.g. it’s a complete hair nourisher)

The brand is appropriate for my hair and satisfies my needs more

than the others

The brand is innovative

The brand has many variants

The brand is enriched with active natural ingredients

Multiple responses were allowed.

The results of the survey are-

Brand Relevance
Garnie
Questions Clinic Plus Pantene Fiama r Sunsilk
Ad 41 85 76 70 80
Associate 57 83 50 95 75
Purchase 27 33 27 67 63
Sub Total 125 201 153 232 218
Percentile 20 60 40 80 100

It is seen that Sunsilk brand is highest on relevance. This could be on account of various reasons. Sunsilk is
a popular brand, a Unilever product, used since many decades. It is a quality product at affordable price.
Moreover, it has wide variety of variants to cater to different consumer preferences. The product is relevant
among wide masses because of its quality, affordability and constant innovation.
Brand Strength

Differentiation and relevance combine to determine brand strength. They point to the brand’s future value

Thus, it can be seen that Sunsilk has highest brand relevance and the second highest brand differentiation.
Thus the brand has strong growth potential.

Bringing the four together- D, R, E, K

Brand Asset Valuator Model

Thus, in conclusion it can be said that Sunsilk has growth potential. When we see Sunsilk’s brand stature, it
is second highest in knowledge, but not high on esteem. There has been entry of many premium brands in
the shampoo industry. To fight premium brands, Sunsilk innovated, tried to move up the value chain. They
increased prices by 10%, expanded range of hair care products. Their efforts have been to be make Sunsilk a
mid premium brand, otherwise, they would lose out the huge growth of aspirational customers across India.
However, the survey shows that Sunsilk is still perceived as a mass brand. Brands like Garnier have higher
esteem. Brands like Garnier occupy a premium image in the consumer’s mind. Therefore, there is more
regard for Garnier. People are familiar with Sunsilk, but it is more of a mass brand and not a brand which is
held in very high regard.

When we see Sunsilk’s brand strength, it is second highest in differentiation and highest in relevance. Thus
the brand has high growth potential.
 2. Presentation of findings and conclusion for laddering method

There were 7 attributes, 8 consequences and 5 values that were identified from the depth interviews. These
are:

Attributes Consequences Values

1 Branded (premium product) Quality (superior product) Self-esteem

2 Expensive Accessory/ Sophistication Belonging

3 Light liquid colour Fewer side effects/ manageable hair Status symbol
(Transparency)

4 Slick packaging Natural ingredients/ chemical free Accomplishment

5 Fragrance Presentable, positive outlook Sense of achievement

6 Larger size Non-oily, bouncy, light hair Family

7 Brand ambassador Hygiene, no dandruff or itchy scalp

8 More quantity
1. Most respondents stated that out of the listed attributes, the label or brand of the shampoo was
important. This was because they associated a premium brand with superior quality and indicated it
as being crucial as a status symbol.

2. The monetary value of a shampoo was also considered important as this was again associated with
quality.

3. A light colored liquid shampoo was preferred as lighter shade liquids are considered chemical free
and “pure” by the respondents. This was further associated with being beneficial for hair and
connected to self-esteem by the respondents.

4. An attractive bottle was associated with quality by the respondents.

5. Respondents stated that fragrance was important for a shampoo as soothing fragrance was associated
with feeling lively and confident. Also, a soothing fragrance was associated with a cooling effect.

6. A few respondents stated that a larger size bottle was convenient as shampoo was used regularly.
Besides, it was economical and could be used by the whole family.

7. Lastly, a brand ambassador was of significance to the respondents. Many considered a shampoo to
be of high quality and sophisticated if a well know celebrity was associated with the product. Also,
the shampoo was then treated as an accessory and added to the esteem of the person.

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 Bibliography

www.sunsilk.com

www.sunsilkgangofgirls.com

www.icmrindia.org

youtube.com

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www.domain-b.com